People Don’t Buy What, They Buy Why

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Is your messaging talking to the part of the brain that really controls behavior? According to Simon Sinek, most messaging puts the wrong information first: We talk about what and how instead of why. But if you start by talking about your purpose, then you will attract employees and colleagues who want to work for what you believe. And most importantly, you will attract supporters who want to support what you believe—because they believe it, too.